Value Co-creation Behavior Research Articles

Impact of CSR on Customer Value Co-Creation Behavior: The Investigation of Moderation Mechanisms

Purpose: This study focuses on evaluating the contribution CSR activities have in encouraging the customers to co-create value for the organization. This study also assesses the moderation of ECI and OCB between CSR and customer VCC behavior.
 Design/Methodology/Approach: Using the purposive sampling technique data from 304 employees, managers, and customers simultaneously from the telecom industry in southern Punjab Pakistan. Data analysis were performed through structural equation modeling (SEM) in AMOS v23
 Findings: The findings of the quantitative data show the significant and positive relationship between CSR and customer VCC behavior. ECI and OCB also strengthens the relationship of CSR and VCC. As data was collected only from the telecom sector therefore for the generalizability future research can be conducted towards other stakeholders’ orientations in other sectors as health, tourism, and hospitality etc. Moreover, through ECI initiatives, the organization can enhance customer role clarity and perceived value of co-creation, which drive customers to further engage in VCC behavior.

The Impact of Value Co-Creation Behaviour within the Social Media Context

Manuscript type: Research paper Research aims: This study investigates the impact of value co-creation behaviour on customer loyalty within the context of social media. It also attempts to determine the role played by customer brand experience and customer satisfaction as mediating variables. Design/Methodology/Approach: Drawing upon the service-dominant logic theory, a research framework is developed and tested using the structural equation modelling. The data comprise the input of 449 respondents from Lebanon. Research findings: The findings provide substantial evidence showing the relationship between customer value co-creation behaviour and customer loyalty. This relationship is partially mediated by customer brand experience. Theoretical contribution/Originality: This study expands on existing literature by investigating how customer value co-creation behaviours can lead to customer loyalty within the social media context of Lebanon. Practitioner/Policy implications: The findings can assist managers in understanding how customer loyalty can be promoted through co-creation behaviours within social media. The results suggest that managers should provide the means which can encourage more behavioural, intellectual and affective customer reviews/feedback. Research limitation/Implications: The limitation of this study rests on its findings which cannot be generalised to a wider business community as it focuses only on the context of Lebanon.

Effects of humor climate within online brand community

PurposeThis study examines the effects of the online brand community's (OBC) humor climate on the value cocreation (VCC) behavior of consumers using the affective events theory. It also evaluates the serial mediating roles of positive emotions and brand engagement and the moderating effect of membership duration.Design/methodology/approachThe authors collected data from 601 Chinese consumers of OBCs using an online questionnaire survey and applied structural equation modeling to analyze the data.FindingsThe authors found a positive relationship between OBC humor climate and VCC behavior, which was mediated by positive emotions and brand engagement. Additionally, there was a serial mediation effect of these two variables. The influence of the OBC humor climate on positive emotions was stronger for short-term members than long-term ones.Practical implicationsThis research contributes toward OBC management and VCC marketing strategy for constructing brand equity.Originality/valueThis study is among the first to focus on the significance of the OBC humor climate, thus enriching the OBC literature and providing a new perspective on how to facilitate VCC behavior. It also broadens the application of the affective events theory in marketing.

How can dynamic capabilities make sense in avoiding value co-creation traps?

PurposeThe existing research rarely explains the role of dynamic capabilities in the creation of value co-creation behaviors. The purpose of this paper is to explore how dynamic capabilities play a role in avoiding value co-creation traps and generating new value co-creation behaviors.Design/methodology/approachThis paper collects rich interview and archival data from two Chinese manufacturing companies to examine value co-creation in digital servitization by the case study.FindingsThe paper discovers the value co-creation traps that enterprises face in digital servitization and analyzes the important role of resource and technology integration capabilities in avoiding these traps. Also, the research explores how network capability affects the generation of new value co-creation behaviors.Originality/valueThis paper develops a framework for dynamic capabilities to avoid value co-creation traps and generate new value co-creation behaviors.

How Does Value Co-Creation Behavior Affect Destination Loyalty? A Role Switching Perspective

The concept of value co-creation brings about changes in tourists’ roles from value receivers to producers. Most existing studies take value co-creation behavior as a single dimension, ignoring the role switching of tourists. Starting from the precise constitution of value co-creation behavior, this paper, utilizing the method of structural equation modeling (SEM), discusses the mechanism of the effects of tourist participation behavior and citizenship behavior on destination loyalty through each sub-dimension of perceived value. The results showed the following: (1) The participation behavior (in-role) and citizenship behavior (extra-role) of tourists affect different value dimensions. (2) The value co-created by tourists presents a hierarchical state from the primary to the higher level. Among the types of value, novelty and social value belong to the primary level while quality, economic, knowledge, and emotional value belong to the higher level. (3) Destination loyalty is driven not only by tourist behavior (in-role) but also by citizenship behavior (extra-role). Based on the perspective of role switching, this paper establishes the theoretical framework of role switching in the era of value co-creation and proposes some strategic suggestions for marketing transformation.

Value cocreation behavior of users in an online social question-andanswer community

Online social question-and-answer (Q&A) communities provide a platform for people to acquire high-quality knowledge and have become an important mode through which users can cocreate value. We applied self-determination theory and the stimulus–organism–response framework to develop a model of how platform characteristics influence users' self-determination in virtual communities, thereby influencing their value cocreation behavior. Data obtained from a survey of 385 users in an online social Q&A community show that personalized recommendations, social interaction, and information richness each had a positive impact on user selfcompetence, self-autonomy, and self-relatedness, which subsequently affected their knowledge-sharing and knowledge-integration behaviors. Moreover, self-determination had a mediating effect in the relationship between platform characteristics and users' knowledge-sharing and knowledge-integration behaviors. Our findings provide evidence for how to promote value cocreation in a social Q&A community.

From customer value co-creation behaviour to customer perceived value

ABSTRACT This study investigates the chain effect of customer value co-creation behaviour on the customerization capability and service capability of service firms and, ultimately, customer perceived value. The study evaluates the moderating roles of the level of technologization and relationship marketing orientation in the relationship between customer value co-creation behaviour and the capabilities of firms. The data were collected from dyadic interaction between customers and the service staff of service firms in Vietnam through surveys. The results show that customer citizenship behaviour and participation behaviour are differentially linked to the customerization capability, and service capability of service firms, which in turn affect customer perceived values. Relationship marketing orientation serves as a significant moderator for customerization capability, yet it is not a significant moderator for service capability. Surprisingly, the level of technologization does not significantly moderate for both customerization capability and service capability. The study advances the literature of value co-creation and offers useful managerial implications.

The influence of technological interactivity and media sociability on sport consumer value co-creation behaviors via collective efficacy and collective intelligence

PurposeThe current study aims to explain the influence of technological interactivity and media sociability on sport consumer value co-creation behavior via collective efficacy and collective intelligence.Design/methodology/approachSubjects were individuals who have a mobile smart device and experience of accessing sport-related community websites (n = 513). A face-to-face self-administered survey was employed based on the convenience sampling method. A structural equation modeling test was conducted to examine the relationships between the variables.FindingsTechnological interactivity and media sociability based on mobile smart devices improve sport consumers' collective efficacy, and media sociability positively affects collective intelligence. Also, perceived collective efficacy and collective intelligence in virtual communities induce consumers to engage in the value co-creation process more actively (i.e. consumer participation behavior and citizenship behavior). One of the key findings includes the significant role of media sociability in the process of value co-creation between consumers and sport organizations. Media sociability is more likely to contribute to improving sport consumers' collective efficacy and the development of intelligence than the properties of technological interactivity.Originality/valueResearch findings contribute to extending the body of knowledge in interactivity studies related to sport consumers' value co-creation behaviors in the virtual environment context.

Effect of psychological capital on customer value cocreation behavior: the mediating role of employees' innovative behavior

PurposeCustomer value cocreation (VCC) behavior is gaining increased scholarly attention in the services marketing discipline and has become a top research priority in recent times. Despite the growing interest in studying VCC, less scholarly attention has been paid to study the crucial role of frontline service employees in activating customer participation in the VCC process. Hence, to bridge this research gap, the present research expanded VCC research streams by investigating the mediating effect of frontline service employees' innovative behavior in psychological capital and customer VCC behavior relationship.Design/methodology/approachData collected from 255 hotel employee–customer dyads were analyzed through Smart PLS to measure the proposed relationships.FindingsThe results suggest the mediating effect of frontline service employees' innovative behavior in psychological capital and customer VCC behavior relationship.Originality/valueThe current research made a significant contribution to the VCC field by identifying driving forces that encourage customers to exhibit VCC behaviors.

Exploring how internet services can enhance elderly well-being

PurposeThis study aims to investigate how Internet services can improve the well-being of elderly consumers. Drawing on transformative service research (TSR) and technology adoption literature, it examines the main challenges for the elderly when adopting Internet services and how they and their family members can co-create value to improve the elderly service inclusion and well-being.Design/methodology/approachA qualitative methodology is used to identify challenges, value co-creation behaviors and well-being outcomes of elderly individuals and their family members when using Internet services. The data collection method involved 24 in-depth interviews with consumers over 75 years of age and their family members.FindingsThis research first recognizes specific challenges for the elderly in adopting Internet services related to resistance to technology adoption and health impairments. Second, the findings identify value co-creation behaviors held by elderly consumers of Internet services: learning and formal training, complying with indications and seeking help when they encounter problems with technology. Family members also contribute to elderly well-being through two value co-creation behaviors: helping and supporting elderly relatives with technology and being patient and tolerant when they need support. Finally, these behaviors are found to influence five dimensions of elderly consumers’ well-being: enjoyment, personal growth, mastery, autonomy and social connectedness.Originality/valueThis study addresses a gap in the literature by exploring the value co-creation behaviors of elderly consumers of Internet services and their family members for improving well-being outcomes. Understanding value co-creation and well-being for elderly consumers of Internet services is an emerging and under-researched area in TSR and service inclusion literature.

중국 차량공유 플랫폼 디디추싱의 차량 소유자의 가치 공동창조 영향 요인

This paper reviews a Chinese car-sharing service of Didi Chuxing which is the world’s largest mobility and convenience platform, to analyze what kind of factors influence the platform’s car owners participation in value co-creation behavior. We used a conceptual model which combines unified theory of acceptance and use of technology (UTAUT) with perceived risk to review car owners’ value co-creation intention and behavior in Didi platform. To test the conceptual model we collected survey data from car owners in the platform (364 valid cases). The test results show that value co-creation intention has a positive impact on value co-creation behavior. And performance expectancy, effort expectancy, and social influence are found to have a positive impact respectively on value co-creation intention; perceived risk has a negative impact on the intention; facilitation conditions have a direct and positive impact on the behavior. To explain value co-creation behavior of car owners the most important factor is behavioral intention to participate in the value co-creation. This research would be meaningful in that it provided empirical evidence for value co-creation intention and behavior in a platform of car-sharing economy, which is still an unfamiliar field and its research is lacking.

Resident-Tourist Value Co-Creation in the Intangible Cultural Heritage Tourism Context: The Role of Residents’ Perception of Tourism Development and Emotional Solidarity

The value co-creation behavior of residents can contribute to the sustainable development of intangible cultural heritage (ICH) tourism. This paper aims to provide a theoretical framework that uses “cognition–affection–behavior” theory to explain how the two variables of tourism development perception and emotional solidarity affect the value co-creation participation behavior of the local residents in the context of intangible cultural heritage tourism while considering the mediating role of emotional solidarity. This study empirically investigates Meizhou Island in Fujian Province, China as an example by using a structural equation model (SEM). Results show that the perception of local residents toward the benefits of tourism development has a significant positive impact on their emotional solidarity and value co-creation participation behavior, whereas their perception toward the costs of tourism development has a significant negative impact. In addition, the emotional solidarity of these residents has a significant positive impact on their value co-creation participation and plays a mediating role in the relationship between the tourism development perceptions of local residents and their value co-creation participation behavior. This study has important theoretical and practical significance for the management of ICH tourist destinations.

Network effect in shared supply chain platform value co-creation behavior in evolutionary game1

The shared supply chain model has provided new ideas for solving contradictions between supply and demand for large-scale standardized production by manufacturers and personalized demands of consumers. On the basis of a platform network effect perspective, this study constructs an evolutionary game model of value co-creation behavior for a shared supply chain platform and manufacturers, analyzes their evolutionary stable strategies, and uses numerical simulation analysis to further verify the model. The results revealed that the boundary condition for manufacturers to participate in value co-creation on a shared supply chain platform is that the net production cost of the manufacturers’ participation in the platform value co-creation must be less than that of nonparticipation. In addition, the boundary condition for the shared supply chain platform to actively participate in value co-creation is that the cost of the shared supply chain platform for active participation in value co-creation must be less than that of passive participation. Moreover, value co-creation behavior on the shared supply chain platform is a dynamic game interaction process between players with different benefit perceptions. Finally, the costs and benefits generated by the network effect can affect value co-creation on shared supply chain platforms.

The value co-creation behavior in learning communities: Comparing conventional learning and e-learning.

With the rapid development of ICT, the present world is experiencing rapid changes in the field of education. Implementation of e-learning and ICT in the education system could allow teachers to upgrade and improve their lectures. However, from the perspective of value co-creation behavior in learning communities, conventional learning and e-learning classrooms may encounter different opportunities and challenges. Thus, a more in-depth investigation would be needed. Based on the S-O-R framework, this study identifies self-directed learning as a stimulus, perceived benefits as the organism, and value co-creation behavior as the response. By applying the multi-criteria decision-making techniques of DEMATEL, ANP, and VIKOR, this study explores the causal effects, influential weights, and performance ranking of the primary constructs in the framework as criteria. This study's theoretical and practical implications are discussed, and ways of improving learning performance are suggested.

Redefining a Value Co-creation Behaviour Model for Student Satisfaction in HEIs

Redefining a Value Co-creation Behaviour Model for Student Satisfaction in HEIs

How does value co-creation behaviour affect enterprise innovation performance

How does value co-creation behaviour affect enterprise innovation performance

How does value co-creation behaviour affect enterprise innovation performance

How does value co-creation behaviour affect enterprise innovation performance

SERVQUAL and Kano’s model integrated to develop a conceptual model of airport terminal service implementation

This paper proposed a conceptual model to contribute the development of airport terminal service quality by conducting an empirical investigation intocustomer value co-creation behavior in Airport terminal service. The research approach to develop a scale to measure passenger expectations of airport terminal service quality, provide the airport service model to reach the passenger expectation and improved service quality. Research finding the airport service improvement with the top service quality and high rank in the business competitions. The proposed service quality framework comprised of 5 service quality dimension called RATER model which consider passenger perception in 22 criteria to measure and integrate with Kano’s Model in airport service measurement to find the Satisfaction Index (SI) and Dissatisfaction Index (DI) of passenger perception. Airport operations and management team can use the developed quality framework to improve airport service quality. The research value is to extended service quality level by provides a comprehensive service management in airport operations to meet the passenger expectation to improved image. The newly developed conceptual model with SERVQUAL and Kano’s Model integrated.

Empirical study of consumer participation motivation in value cocreation within cultural and creative virtual brand communities

PurposeThis paper aims to examine the motivation for consumer participation in value cocreation and its impact on value cocreation behavior within cultural and creative virtual brand communities.Design/methodology/approachThrough an in-depth analysis of the psychological needs of the users of short videos, the motivations for user participation in value cocreation are categorized based on the self-determination theory, and six theoretical models are proposed for the impacts of participation motivation on the different levels of value cocreation behavior. Our research hypotheses are validated by conducting a regression analysis based on the 277 valid responses collected.FindingsRanked from highest to lowest by the degree of impact, the motivational factors that have significant positive impacts on browsing behavior are altruistic motivation, information motivation, social motivation, and hedonic motivation. The motivational factors that have significant positive impacts on member interaction behavior are achievement motivation, hedonic motivation, social motivation, and brand identity, while the motivational factors that have significant positive impacts on content creation behavior are achievement motivation, altruistic motivation, information motivation, and social motivation.Originality/valueThis current paper enriches the research on the consumer’s value cocreation behavior in virtual brand communities and provides constructive relevant platform manager’s suggestions for increasing user participation.

Factors Affecting Customer Value Co-Creation Behavior: A Case of Tourism Industry

The main purpose of this study is to find the factors affecting value co-creation behavior. This study also aimed to find the mediating role of customer co-creation attitude on the relationship between factors and value co-creation behavior. The target population selected for this study was the northern areas of Pakistan. The sample size of this study was (n=480) respondents. The data were collected at three different time's intervals, i.e. at the time, 1, independent variables data were collected at time 2 mediating variable was collected, and at time 3 dependent variable data was collected. This study results revealed that all factors have a positive and significant effect on customer value co-creation behavior. The results revealed that customer co-creation attitude has a positive and significant mediating role between factors and customer value co-creation behavior. The results of this study will open a new avenue in the tourism sector and as well for scholars and practitioners.